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14 no-nos to avoid during media interviews

1. Don’t wait for the question that prompts the answer you want to give. Instead, incorporate signposting—for instance, “What’s really important is…” or “The main point to bear in mind is…”—to move on to the areas you want to talk about.

2. Don’t assume too much knowledge on the part of the audience. Keep it simple. Your audience only has one chance to understand you.

3. Don’t rely on cold, corporate-sounding messaging. Personalize the interview and look for the human angle.

4. Don’t begin with background information. Get to the heart of the issue first—start with the headline, then go on to the relevant details.

5. Don’t go into unnecessary detail. When you have said what you need to say, stop.